How We Reduced an 8-Figure Skincare Brand’s NCCPA from $140 to $70 in Just 30 Days

About the Brand

This skincare brand is a powerhouse in the beauty industry, generating 8 figures annually. Despite their success, they struggled with customer acquisition on Facebook Ads. After working with multiple agencies, their NCCPA (New Customer Cost Per Acquisition) remained high, and the volume of new customers failed to meet expectations.

They needed a growth partner—one that could not only manage ads but also understand their business holistically to unlock new levels of profitability and scalability. That’s where WeLucid stepped in.

The Problem

The core challenges were twofold: an improperly structured ad account and a lack of creative strategy.

Ad Account Issues:

• No Exclusion of Existing Customers: This led to wasted ad spend on customers who would have purchased organically.
• Not Using Post IDs: Creatives with high social proof (comments, likes, shares) were reset whenever they relaunched, losing momentum and credibility.
• 1-Day View Optimization: Ads were being shown primarily to existing audiences already familiar with the brand, which limited reach to truly new customers.
• No Testing Framework: A lack of testing structure meant no clarity on what worked, leading to inconsistent results and no scalable learnings.‍

Creative Challenges:

• Lack of Creative Diversity: The brand relied on a single ad type, which limited scalability and audience engagement.
• No Testing Roadmap: Creative production was random, without a predictable framework to identify winning ads systematically.

Our Strategy

1. Restructuring the Ad Account

We introduced a clear and scalable structure, including:

Testing ABO Campaigns: We grouped ads by concept and used Ad Set Budget Optimization (ABO) to quickly analyze and identify winning creatives and audiences.

ASC+ Campaigns for Bestsellers: Leveraging Advantage+ Shopping Campaigns (ASC+), we grouped best-selling products by Average Order Value (AOV) or personas, optimizing for both audience and product alignment.

These structural changes allowed us to efficiently allocate budget, reduce waste, and scale new customer acquisition.

2. Implementing a Creative Roadmap

To address the creative bottlenecks, we used our proprietary framework to build a structured, results-driven creative strategy:

• Focused on Best-Selling Products and Proven Angles: This ensured alignment between creatives and the products with the highest potential for scaling.
• Creative Diversity: We introduced a mix of low-fi static ads, UGC (User-Generated Content), and high-quality product demos to appeal to different customer segments.
• Testing Roadmap: By following a predictable and iterative process, we systematically tested angles, formats, and visuals, doubling down on proven winners.

Looking Ahead

With a strong foundation in place, our focus is now on expanding creative diversity, further optimizing customer psychology insights, and scaling ad spend to drive even greater profitability. This partnership is just getting started, and we’re committed to taking this brand to unprecedented heights.